Umphrey’s McGee has the distinct honor of headlining the one and only Red Rocks Amphitheatre for not one, not two, but three nights this week July 5th, 6th and 7th. The band has once again teamed up with award winning studio Flight School to bring you a limited edition “Augmented Reality” concert poster to commemorate the three-night run. Just when you thought it was safe to return to the Rocks, we’ve unleashed the RED ROCKTOPUS, an augmented reality creature triggered by this year’s poster!

Brainchild of Flight School’s Executive Producer and Creative Director, Pete Herzog, the concept combines typewriter photography from Umphrey’s McGee’s new LPs, it’s not us / it’s you, and the Umphrey’s song “Roctopus.” Fans can insert the Red Rocktopus AR into this particular concert experience, integrating this mythological creature into their physical world to capture an image and share on their phones.

Click HERE to view a behind the scenes video of the process and see how the AR experience works.